One of the themes discussed at our TV Rise event was the convergence of ad tech and martech and the implications for the TV industry. The technological revolution that is taking place on the demand-side is transforming how marketers view the media landscape and how they want to engage with consumers, yet broadcasters and pay TV operators aren’t always speaking the same language when it comes to devising their offering. Here Brian Golbere, GM for Emerging Technology at IPONWEB, explains how the TV industry can adapt to better meet those marketer needs.